Conflating leadership with marketing
As the cult of “Start with why” spread, however, something funny happened. People started using the mantra as a marketing or branding tactic for any old business. Skip to today, and zealous marketers everywhere – especially in tech – talk about their higher purpose as if they were on a crusade. And you can’t really blame them for conflating a special kind of leadership with any old company positioning, because that’s exactly what Sinek is doing in his TED Talk. According to him, because Apple like to “think different” (as the old tagline went), people are more likely to buy one of their computers.Most people just don’t care about the why
When I meet people for the first time, they often ask me what I do for a living. They don’t ask me why I do it. (Although I have had that as a genuine follow-up question…) Same goes for companies. If I haven’t heard of a company, I’ll ask what they do. And almost everything I buy from a company, I buy because of what it is, not why it is that way. Even Apple products. Even if Simon starts telling me about how Apple’s worldview works on my limbic brain. In B2C, you might buy Nike shoes because you like their brand associations with sporting excellence. You might buy an Apple product because you want to be seen as someone who buys Apple products. But are these branding vibes really given off by why messages or by a mixture of advertising, sponsorships and consumer tastes? Not to mention a whole load of whats like design, performance, cost… In B2B tech, the cult of why has found fertile ground in part because marketers seem to be scared – or a little embarrassed – to lead with their whats. Which seems bizarre when, of all markets, this feels like one where buying decisions rely heavily on tech specs and proof points.It sounds wanky and/or insincere
United Airlines talks a good game about being all about togetherness.A fluffier what does not a why make
Is United Airlines’ purpose even a why at all? “Connecting people to the moments that matter most” is just a lofty, emotional way of saying they fly people to their holidays, or to important meetings, or home to their families. Spotify says their mission is to “unlock the potential of human creativity.” Same deal. Take Apple too, for that matter. When Sinek says they challenge the status quo in everything they do, that’s really just an abstracted, kind-of-wanky what. There’s no compelling reason. No real why.If you want to test a why statement, try reading a what statement, followed by the word “because”, followed by the why statement in question. If it makes sense, the why might just work. If it doesn’t, it’s probably a contrived retrofit.
So when should you start with why?
At Velocity, we help lots of tech companies figure out how to position themselves, and, yes, sometimes we start with why. But the more it comes up, the more I think it’s a bad idea – in most cases. Every now and again, though, I’ll see a piece of messaging or a positioning that starts with why and actually works. Here’s one example. Entrepreneur First (EF) are a talent investor. They bring together exceptional, ambitious people (who usually have deep expertise in a particular field, industry or technology). Then they help them find a co-founder, develop an idea and start a company. The first thing you see on their website is this line:- Recruiting people to a cause
- Evangelising a new way
TL;DR: Start with why, but don’t always lead with it
If your company has a why without which it wouldn’t exist, then it would be stupid not to lead with it. If you’re offering something new and necessary in a changed world, start with why. If your success relies on your ability to recruit the right people to your cause, start with why. But if “Start with why” means “Make your why the first, most important thing people know about you, regardless of what the why is”, then it’s bad advice. — Any other cases when starting with why works? Stick ’em in the comments. Thanks.Enjoyed this article?
Take part in the discussion
Comments
Maria Clara Go! Comunicação February 28th, 2019
Look, I didn’t even read the article but I JUST wrote down the why-how-what thing on my work notebook. Godammit, Velocity, don’t blast me like that. BRB, gonna read the article, and come back here saying I tore the page off.
Maria Clara Go! Comunicação February 28th, 2019
Okay, finished reading it. Won’t tear the page off, but will be cautious about it. I feel like this article could be somehow complementar to the “Insane Honesty” presentation. Or that other Velocity article which talks about soda ads and states that “in the end of the day, it’s just sugary water”.
Good moves guys! As always.
Adam Ketterer March 1st, 2019
Hey Maria! Absolutely – I wouldn’t tear out the page but I think a cautious approach is a good one. Sometimes starting with why makes sense, sometimes it doesn’t. And yeah, honesty is key – but I think it’s more about being honest with ourselves about our own brands. That’s probably the hardest part. But if we get it right, it makes it way easier to be honest (and credible) in our marketing. Thanks for the comment!
Sven April 18th, 2020
Nice read. I do like the synthesis.
Raul Nammu May 18th, 2020
Great article. It helps me not to get too crazy with this “start with why” concept, as it can become too vague or insincere. At the same time, o be more concrete I wonder if starting with the problem / opportunity (as the why) could be a good alternative. Kind of product launch of Jeff Walker approach.
Atanas Dzhingarov June 1st, 2020
Interesting take, but I have to disagree. I mean, “don’t simply buy into any old bullshit” is solid advice. But when we’re talking about branding, the “why” matters.
In the article, you write people might simply “want to be seen buy Apple products”. And that’s the power of Apple’s branding. “Here’s to the crazy ones” showed everyone that “buying an Apple product makes you a rebel, an innovator, a creative”. Which perfectly aligns with their “why”. That’s why Apple is different from any other tech company and why they have loyal followers (I’m not an Apple fan, but I do enjoy their branding and marketing as a professional).
When people buy Nike shoes, they buy something more than comfortable footwear. There’s plenty of companies out there that make the same quality shoes, only cheaper, lasting longer, and even better designed. Yet Nike is the top dog in that market and there’s a reason for that. Their story is based on inspiration and innovation. Again, I don’t buy Nikes, but as a professional, I marvel at the proficiency with which they deliver their message.
Almost every big, successful brand in the world has a “why” that’s front and center. It’s their purpose for existing beyond making money. These brand don’t need to tell you their “why” outright – they communicate it in their marketing and branding. I agree, it can become insincere – but then it’s on the people to see through the bullshit (like the fact that Apple hasn’t innovated in years). But the concept, itself, is a solid one.
I mean, your “why” is also front and center. “We love things like content marketing and technology markets and B2B companies and storytelling and stuff like that.” That’s the purpose of your company for existing beyond making money.
People don’t just look at features and make rational decisions. We often make emotional decisions and then we justify them with reason. Knock on neuroscience all you want, but it’s true.
I do agree not every business needs a why. Heck, most businesses have no reason for existing outside of making money. But the ones that truly stick in people’s minds, the ones that people constantly talk about – do.
Doug Kessler June 4th, 2020
Adam’s not here any more (he didn’t believe in Why so we fired him) (kidding. he’s great).
I actually agree more with you than with Adam here: I think the ‘Why’ thing got discredited because so many brands did it so badly.
But I’m still a big believer in at least getting in touch with your Why if not not leading with it.
Kerry Franz August 4th, 2020
I agree with Atanas. Of course, when you first meet someone, they’re not going to ask you why you do the job you do. That’s because they’re just making conversation and probably not that interested or even listening- however, if you were applying for a job and the employer is deciding if they should invest in you, then they will absolutely want to know why. I don’t think finding your why has to be your very first move, but it should be at the beginning stages so that your brand can stay authentic and communicate consistently- two very important qualities of successful brands.
Jon P Brand X August 13th, 2021
The “WHY” speaks to your intentions. The ‘How’ is your delivery of the promise. I believe people buy the How. Consumers buy the amazing execution Apple brings to their products. If they didn’t deliver on the notion of Think Different, then nobody would give a toss.
And BTW, Apple almost never talks about notions of WHY or philosophy in their ads. Instead, they demonstrate all the amazing things you can do with their products. In other words, they make it about you—not them.
Simon Sinek devotees, take note!